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MKTG_1041_Final Assessment Paper S1 2023-1

The Task:

This task is completed individually.

Students will be asked to complete BOTH questions in Section A and ONE of the two questions provides in Section B.

Word Count: 3200 Words Maximum

  • 1200 words maximum for each question in Section A
  • 800 words maximum for the selected question in Section B


When preparing for the task you should pay particular attention to not just remembering theory (for example, from the text book, from classes or that you have read elsewhere), but also considering how this can be applied to create specific communication strategies appropriate to selected products. A solid basis for your demonstration of understanding in this course will require that you:

  • Exemplify how integrated marketing communication can be used as a process for developing brand equity,
  • The role of marketing communications (and its specific elements) in marketing strategies, and
  • How current strategies and techniques used in marketing communications can be applied.
  • All of this must be considered in the context of ethical and appropriate behaviours.

Your answers will need to exhibit clarity and depth of understanding of key principles as well as practical applications where required. It is imperative that you read the questions carefully and answer specifically what is asked. Please structure your written answers so they specifically and clearly address the questions.

Assessment declaration: When you submit work electronically, you agree to the Assessment declaration.

This final task will assess all of the learning outcomes of the subject, including:

  1. Outline the theory of integrated marketing communication as a process of developing brand equity, using applicable models and planning tools.
  2. Differentiate the various components of the marketing communications mix and evaluate their role in contributing to synergistic marketing activities.
  3. Design ethical and responsible communication strategies appropriate to selected products and scenarios, utilising feedback where possible to action improvement.
  4. Evaluate media channels to formulate contextually appropriate marketing strategies and communication pathways.
Structure Organisation and clarity of materials you extract from the case and build on using concepts we have learnt during the semester. This includes providing a response that is well-structured based on the sequence of thought, and the order of material you extract from the case to sequence your answer to the question. This structure and flow also stems from using the case material as the basis to include ideas and concepts from the material we have covered during the semester, and to provide an integrated and well-argued response. (CLO1,2)25%
Substance The substance of response to questions on the case is determined by the priority you give to key material from the case, how you link that together to explain your response in a more substantive way, and how you enhance this material by carefully integrating appropriate ideas that we have learnt during the semester, to elaborate and support your response. (CLO1,2,4,5)25%
Style Develop a response that is persuasive and informative, and directly relevant to the question and the case. (CLO1,2,4,5)25%
Overall presentation of responses to Questions In providing your questions piecing together material as noted above, marks will also be provided where you show a thorough understanding of the case, and building on the  material from the case and the concepts we have learned in the semester, you provide your own insights. (CLO1,2,4,5)              25%

Authentic Case Study Techniques and Suggestions for Students

  • Read the questions very carefully and plan your approach appropriately;
  • Answer the question, don’t just regurgitate the textbook;
  • It is important to understand the key concepts explained in the textbook and through the lectures;
  • It is also very important to be able to APPLY the key concepts;
  • Highlight key points, give examples, discuss the advantages and disadvantages and solve the disadvantages where applicable;
  • Write in point form if preferred;
  • Demonstrate understanding, not just memory;
  • Write clearly;
  • When revising please reread the textbook, your annotated lecture notes and videos and support material (including lecture and tutorial materials) on Canvas;
  • Use end of chapter questions to test your knowledge of each topic; and
  • Consider your assignment (including the creative brief) and what lessons and approaches these taught you in terms of integrated marketing communication.

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